Aurora
In the buildup to legalization, cannabis was top of mind for most Canadians. All the big LP players were looking to stake their unique place in the market and maximize brand recognition prior to launch. The summer of 2018 was the Wild West of cannabis marketing.
With the buzz and excitement of October 17, there were still plenty of unanswered questions surrounding cannabis culture and the impacts of legalization.
Amid a constantly shifting regulatory landscape, we launched a campaign to address those questions — one that initiated the conversation around legalization.
The Aurora campaign ran nationwide; out-of-home, digital ads and custom media placements in high-traffic pedestrian zones during TIFF.
Brand positioning & strategy
Brand essence video
Brand identity guidelines
Events collateral and social
Retail guides for EN and FR Canada
Website
Flagship retail & launch strategy
Education & TIFF campaigns
NXNE digital billboards
education & TIFF OOH
branding
Creative Director: Ella Potyrala, Julie Martinson Art Direction: Sam Chow, Emmanuel Obayemi Copywriter: Karen King Production Design: Vanida Lim, Angie Carlucci